On an average, Indians spend an estimated 31⁄2 h daily using traditional media and 1 h and 29 min daily using social media, with the bulk of that time (76%) accessing SNSs through smartphones.
155 spending increasing amounts of time on digital media. The use of social media is varied, wide, and almost inescapable. World over, the ubiquitous presence of social media is noted. India has a phenomenal demographic advantage and therefore has a huge list of social media users. On an average, Indians spend an estimated 31⁄2 h daily using traditional media and 1 h and 29 min daily using social media, with the bulk of that time (76%) accessing SNSs through smartphones. As a result, there has been a steep increase in the number of smartphone users.[4,5]